Fan-Fuelled Fabric
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
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case board
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creative assets
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case film
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Links:
Product/Service:
Fuels
Client:
Shell Malaysia
Brief:
After nine years, Ferrari F1 drivers Lewis Hamilton and Charles Leclerc were finally returning to Malaysia, reigniting the passion of thousands of local motorsport fans. But while excitement dominated social media, opportunities to get close to the drivers remained notoriously exclusive and limited.
As a Ferrari Innovation Partner, Shell wanted to leverage their motorsport partnership, to turn this homecoming into a shared celebration for the drivers and their Malaysian fans.
Rather than limiting the experience to a select few, we wanted to find a way for more Malaysians to play a personal role in this historic occasion. One that would bring more fans closer to their drivers.
We wanted to turn fan anticipation into meaningful participation by giving Malaysians a chance to leave their mark and welcome back their favourite drivers.
Solution:
Fan-Fuelled Fabric brought together Malaysian cultural heritage and motorsport fandom, transforming thousands of digital fan messages into a distinctly Malaysian piece of wearable art.
Instead of creating conventional memorabilia, Shell collect messages and well-wishes for Lewis Hamilton and Charles Leclerc from Malaysian fans, turning their passion into a tribute rooted in local identity.
Over a thousand messages and usernames were distilled into a batik-inspired print featuring the hibiscus, Malaysia's national flower and the inspiration behind Sepang International Circuit. Working with local designer Jeffery Goh of inisaya, the design was crafted into two bespoke racing jackets, bringing together fashion, motorsport and Malaysian heritage.
The jackets were personally presented to Hamilton and Leclerc by fans during an intimate meet-and-greet, giving the drivers a piece of Malaysia to take home. The story continued across social media, generating organic demand for a limited public release, now in development.
